And from creativematch.co.uk..
The Flake Girl makes a comeback
Cadbury Trebor Bassett (CTB), the confectionery manufacturer, and Publicis are set to reintroduce one of the most beloved characters in British TV advertising history, the Cadbury Flake Girl.
The new ad launches nationally on cinema and TV on February 9th, 2007, supported by a substantial £5million marketing spend. This is the largest advertising campaign for Flake in five years.
In the long awaited advert, the Flake Girl has been reinvented for the 21st century. The ad retains the iconic theme tune and celebrates the unique way of eating a Cadbury Flake, peeling back the wrapper and delicately enjoying the crumbliest, flakiest chocolate in the world.
The campaign was art directed by Poppy Wilcox, copywritten by Lauren Bensted and directed by Jake Scott from Ridley Scott Associates. Scott perfectly understood the history of the 30 year campaign and his interpretation was not only aligned with the creative vision but brought a new depth into the film making process, say Publicis.
The theme of the ad retains the lone girl enjoying her private ‘Flake Moment’ format, but this is classic Flake advertising with a modern twist. Featuring an up-and-coming film actress, Alyssa Sutherland. The execution of the ad slowly invites the viewer to unravel the mystery of her reverie…
As rain drops rise off her the camera slowly reveals she is sitting alone in an open top car. The sun comes out as she takes her first bite and the camera pulls back to finally reveal the Flake girl enjoying a private moment in her vintage convertible car on a deserted country road. The scene is shown in reverse and finally we understand that she is so involved in her Flake moment that she doesn’t notice or care about the passing rain shower.
Phil Rumbol, Cadbury Trebor Bassett’s Marketing Director, said: “We are really excited to be reinventing the Flake Girl for the 21st century. The brand has been built through a campaign spanning 30 years of some of the most iconic advertising. Importantly the new ad highlights the distinctive experience of taking a moment to enjoy a Cadbury Flake and will really appeal to today’s modern consumer. This ad is going to be the first activity in a programme of continued focus on the brand for 2007”
Nik Studzinski, Executive Creative Director of Publicis added: “It’s every creative’s dream to have a chance to re-invent a Flake girl. We’ve brought an advertising classic bang up to date, keeping the mood and concept, but adding a modern twist. The film making is beautiful, the music has been reinvented for today’s tastes, and even the girl herself has a new edgy look.”
The 60 second TV & cinema ad will first break on 9 February. The cinema spots are being aired against Hugh Grant’s & Drew Barrymore’s latest ‘Music and Lyrics’ and the biographical portrait of Jane Austin’s life ‘Becoming Jane’. A nation-wide cinema sampling and PR campaign targeting national and women’s press will launch simultaneously along with a dedicated Flake area on the Cadbury website.
Media was planned and bought by Starcom.
The first Flake Girl ad was launched in 1959 and was recently voted the ‘nation’s favourite ad’ by on ITV1’s ‘Best Ever Ads 2’.